Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide. If you keep …

Imagine that you’ve just opened a regular newsletter from one of your favourite brands, and the first thing you see is a large banner with the company’s logo front and centre. Having read the email and scrolled to the bottom, you click through to that brand’s Twitter account only to notice that the avatar features …

As a new dad, I’ve learned very quickly that any sense of control you have is most likely an illusion. You may plan, organise and prep well, but then – life happens.  The same is true when you’re maintaining a brand identity – employees happen; customers happen; distribution channels happen; superfans happen; life just happens. …

The research has spoken.  Your brand is performing well below acceptable levels, and that’s hurting sales and business performance – it’s time to overhaul it into something new and fresh! Wait a minute. Is your brand that out of shape or crippled that surgery is the only viable option?  Or, as if often the case, …

How can multi-location businesses deliver consistent but customized brand experiences at scale?  The people working in each of your locations have the potential to be a part of your marketing team – can you trust them with your brand? People crave consistency from interactions with companies and organizations.  They don’t like surprises – they like …

It takes a deft hand to manage marketing programs across a distributed organization like a franchise business with hundreds of local franchisees, or a bank or other business with multiple locations or branches. Technology can be your friend, whether it’s to help boost sales, protect your brand, optimize marketing campaigns or streamline workflows. Yet gaining …

Whilst how your brand is perceived is up to each individual person, how your brand is presented to those people is completely in your hands.  In an age where brands are evermore losing control of their overall image, it’s critical to maintain a complete, effective and cohesive brand identity.  It is one of the few …